Should Companies Hire an SEO Expert?

SEO stands for Search Engine Optimization and includes all the measures that are used to make a web page appear on the first page of (unpaid) search engine results. For the economic success of a company to become a reality, their search engine optimization is of crucial importance since the majority of Internet users regularly consult search engines, like Google, to find specific information. Research has also shown that over 80 percent of these users only see the first 10 to 20 hits of the search engine. SEO is, thus, an important sub-area of online marketing, which is mainly concerned with directing Internet users to specific websites.

What does an SEO professional do? The professional image of an SEO expert is very diverse. The main focus is on the planning, implementation, and control of suitable optimization concepts and measures. Numerous programs and tools are available for the statistical analysis of these results. Often, the creation of appropriate presentations and the observation of markets and trends belong to the work tasks of an SEO professional. Basically, two different areas of SEO can be distinguished: on-page optimization and an off-page optimization.

On-page optimization is the focus of measures that increase the findability and relevance of a website for the search engines. In doing so, the search engine considers the site to have decent content and an optimal site structure. Off-page optimization is about the familiarity of the site on the Internet – linking other pages to a specific site or sites (link-building). What are the requirements for an SEO manager? According to the various tasks of an SEO expert, a complex requirement profile must be assumed.

The following prerequisites are indispensable:

  • High Internet affinity
  • Technical affinity, web programming skills
  • In-depth knowledge of content management systems (CMS)
  • Analytical thinking
  • Organization and experience in project management
  • Creation of statistics, mastery of common presentation techniques
  • Pronounced communication ability
  • Editorial experience, journalistic skills (for copywriting)
  • Marketing knowledge
  • Strategic thinking, result-oriented work

The SEO professional often takes an interface position and is in close contact with the marketing department, webmasters, content providers, and external service providers, for example, agencies. To this day, there is no special vocational training or a specific course of study that prepares people specifically for the profession. Visit to learn more.